In the ever-evolving landscape of public relations (PR), the ability to measure the impact of PR efforts remains a challenge. As the PR industry constantly adapts to emerging technologies and evolving consumer behaviors, it is imperative to assess the effectiveness of communication strategies. I came across an interesting report by Muck Rack. We can explore some of the common techniques used to gauge the state of PR measurement, and reflect how results in Vietnam.
From the Report
- Time and Prioritization: A significant portion of PR professionals’ time is dedicated to media measurement and reporting, with 47% spending at least a quarter of their working hours on this task.
- Value through Measurable Results: Producing measurable results is of paramount importance, as 66% of PR professionals identify it as the top factor that enhances the value of PR among stakeholders.
- Regular Briefings: Over half of PR professionals find themselves briefing executive teams on a weekly basis, underscoring the need for up-to-date and accessible metrics.
- Diverse Metrics: PR professionals employ an average of 8 different metrics to assess their success.
- Key Metrics: The number of stories placed ranks as the most vital metric for success. Reach, key message pull-through, website impact, and share of voice follow closely behind.
- Brand vs. Agency Perspective: While brands and agencies largely agree on the importance of the top metrics, brands often prioritize revenue and website impact.
- Additional Metrics: Quality of coverage and nurturing journalist relationships are popular supplementary metrics used to measure success.
- Challenges in Justification: Justifying the value of PR to stakeholders remains a top concern for PR professionals, highlighting the need for robust measurement techniques.
- Executive Briefings: Approximately 70% of executives receive briefings on communication activities at least once a month, and more than half of PR professionals brief their executive teams weekly.
The Landscape in Vietnam
In Vietnam, the field of public relations has been growing steadily as the country’s economy expands. The Vietnamese PR industry, like its global counterparts, has recognized the need for effective measurement. It is also worthy to note some unique factors influence PR measurement in Vietnam:
- Cultural Sensitivity: Vietnam’s rich cultural diversity and history necessitate a more nuanced approach to PR. Metrics related to cultural resonance and sensitivity might be particularly valuable.
- Digital Transformation: Vietnam is experiencing rapid digital transformation, and online media and social media platforms play a crucial role in PR. Metrics related to digital reach and engagement are gaining importance.
- Government Regulations: Government regulations and policies play a significant role in PR practices in Vietnam. Metrics that account for compliance with regulations are vital.
- Language Diversity: Vietnam is linguistically diverse, with several languages and dialects. PR professionals often need to engage with different linguistic communities. Metrics that measure outreach and effectiveness across languages are pertinent.
The state of PR measurement in 2023 underscores the importance of producing measurable results to enhance the value of PR among stakeholders. As the PR industry in Vietnam and globally continues to evolve, professionals must adapt their measurement techniques to reflect the changing media landscape, cultural diversity, and technological advancements that impact their work.
(Cross-posted on EloQ’s Blog)